- Is the audit
current?
TAB requires audits every three years. Any DEC published on a TAB report ( i.e. Plant
Operator Statements or " The Summary of Audited Markets") or any individual
Location list whose audit is older than three years is considered out of date and invalid.
- Do the audience
figures represent adults 18+ ?
All TAB published DECs reflect adults 18+ only. Any DEC quoted as total audience (i.e.age
2+) has not been specifically reviewed by TAB.
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- Does the
proposal program meet the desired advertising weight?
Market averages are very often used for verifying the GRP delivery of proposed or
purchased showing packages. TAB recommends that the buyer verify purchased packages with
the actual individual DECs of the locations purchased. This provides a more accurate
measure of delivery. Keep in mind however, that specific requests made by the buyer in
picking locations for a showing may effect the seller’s ability to meet the market
average.
- Does the DEC
presented include circulation from more than one artery of traffic?
A billboard may be exposed to more than one artery of traffic at a time. When exposed to
two, the roadway with the higher circulation is called primary, the artery with the lower
circulation, secondary.
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Combined, they form the total DEC of the
location. Experienced buyers prefer to know where these situations exist and what the
breakout is between primary and secondary for their locations. It enables them to perform
a more educated analysis of their purchase or proposed purchase. TAB reports reflect
market averages that combine both primary and secondary counts. Breakdowns are available
from the plant operator or TAB.
- Are pedestrians
counted in the DECs?
A billboard or bus shelter may be exposed to pedestrian as well as vehicular traffic. Data
for both is usually combined from reporting purposes, but breakouts are available from the
plant and TAB.
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